Spin, the manipulation of facts and the strategic transformation of information that steers media content in a desired direction, is a common occurrence in the media reality of contemporary society. Public relations play a significant role in the detection of unethical patterns in the communication process. The aim of this master’s thesis has been to examine the attitudes of public relations professionals towards the use of these methods, as well as their opinions about the manipulation of information content in the media. In its writing, an effort was made to identify the characteristics of spin and to consider the consequences of its use with respect to social context. The research section of the thesis focuses on a study carried out by the author using the method of collecting data via a web-based questionnaire answered by a sample of 82 respondents, all of whom were members of the Croatian Public Relations Association. The resulting analysis showed that the majority of public relations professionals have a unified and concise attitude towards as well as opinions about the specific role of representatives of the media in the implementation of spin in media content.